Italian Regulators Investigate Cosmetics Giants Over Targeting Young Girls

Italian regulators have launched an investigation into Sephora and Benefit Cosmetics, scrutinizing their marketing strategies that allegedly target young girls. This inquiry is tied to the concerning phenomenon of 'cosmeticorexia,' a term describing an obsession with skincare that can affect minors. The Italian Competition Authority (ICA) is particularly focused on promotional campaigns for various skincare products, including face masks, serums, and anti-aging creams, some of which may specifically appeal to girls under the age of ten. The watchdog has raised alarms that these practices are contributing to a broader issue related to young people's attachment to cosmetic products. Both Sephora and Benefit Cosmetics, subsidiaries of the French luxury group LVMH, are accused of employing underhanded marketing tactics. Reports indicate that they have utilized very young micro-influencers, who entice minors into compulsively purchasing beauty items. This raises ethical concerns, given that children are considered a particularly vulnerable demographic. To further investigate these claims, officials from the ICA, in cooperation with the Italian financial police, conducted inspections at Sephora Italia's offices as well as those of other LVMH entities late last week. The increasing global trend of 'Sephora kids' reflects the burgeoning popularity of high-end beauty brands among the younger generation, particularly on platforms like TikTok and Instagram. Videos featuring teens and even preteens discussing skincare routines have flooded these platforms, often promoting expensive beauty products. In a bid to mitigate backlash, Sephora has attempted to distance itself from these marketing practices. Artemis Patrick, the CEO of Sephora North America, emphasized in a 2024 interview that the company does not target this young demographic. Nevertheless, the trend has sparked criticism from dermatologists who argue that children should not engage with beauty products at such a young age. They warn that early exposure to cosmetics can create unhealthy anxieties regarding skin appearance, as children's skin is more sensitive and susceptible to irritation from chemicals present in these products. The term 'cosmeticorexia' points to an obsession with achieving perfect skin, leading to compulsive and, at times, age-inappropriate use of cosmetic products among minors. The ICA's investigation arises from concerns that companies may have failed to adequately communicate essential information regarding the risks associated with cosmetics not intended or tested for children's use. While it is not illegal for brands to sell cosmetics to minors, the ICA stresses that the combined use of a variety of beauty products by children without sufficient awareness could pose health risks. In a statement, LVMH acknowledged the investigation and assured that Sephora and Benefit would fully cooperate with the authorities, although the company opted not to provide further comments. They reaffirmed their commitment to complying with relevant Italian regulations. Related Sources: • Source 1 • Source 2